CHAPTER I

1. INTRODUCTION

1.1 INDUSTRY PROFILE

Information technology services (ITS) refer to the structure, development, application,

execution, support, and oversight of computer-based information systems. IT services are
used to apply technical expertise to standardize and streamline business processes and enable
organizations to optimize and easily access information.

The IT and BPM industries' revenue is estimated at US$ 245 billion in FY 2023. The
domestic revenue of the IT industry is estimated at $51 billion, and export revenue is
estimated at $194 billion in FY 2022.

The IT–BPM sector overall employs 5.4 million people as of March 2023. In
December 2022, Union Minister of State for Electronics and IT Rajeev Chandrasekhar, in a
written reply to a question in Rajya Sabha informed that IT units registered with state-
run Software Technology Parks of India (STPI) and Special Economic Zones have exported
software worth Rs 11.59 lakh crore in 2021-22. There are three categories that IT services
fall under:

1. Business Process Services

Business process services are outsourced to organizations that offer specialized

services such as SaaS and infrastructure-as-a-service. Specific business processes that don’t
relate to the core objectives of an organization are usually contracted out to specialist
companies.

2. Application Services

Application services are a variety of support aids that include load balancing,
application performance monitoring, auto-scaling, application acceleration, and service
discovery to deploy, run, and enhance applications.

1
3. Infrastructure Services

Infrastructure services incorporate networking, communication services, and data

processing capabilities to facilitate the sharing of content, media, knowledge, management,
IoT, and user devices.

When these services are outsourced they are referred to as business process
outsourcing (BPO), application outsourcing (AO), and infrastructure outsourcing. The IT
services industry is made up of multiple products and services that enable businesses to
organize, regulate, and optimize their information and business processes.

In a broad sense of the term, the IT services market includes managed IT services,
cyber security services, cloud computing, and off-site data management. The IT services
industry channels collaboration from different locations and incorporates technologies such
as the cloud to work in new and innovative ways.

IT services are used to deliver industry-wide infrastructure and tools that encourage
hybrid work models and collaboration through different platforms. In the last five years, these
tools have seen a dramatic rise in popularity and are now an essential part of digital
transformation, often accelerating the process.

History

The Electronics Committee also known as the "Bhabha Committee", created a 10-year
(1966–1975) plan laying the foundation for India’s IT Service Industries. The industry was
born in Mumbai in 1967 with the establishment of Tata Consultancy Services who in 1977
partnered with Burroughs which began India's export of IT services. The first software export
zone, SEEPZ – the precursor to the modern-day IT park – was established in Mumbai in
1973. More than 80 percent of the country's software exports were from SEEPZ in the 1980s.

Within 90 days of its establishment, the Task Force produced an extensive

background report on the state of technology in India and an IT Action Plan with 108
recommendations. The Task Force could act quickly because it built upon the experience and
frustrations of state governments, central government agencies, universities, and the software
industry.

Much of what it proposed was also consistent with the thinking and recommendations
of international bodies like the World Trade Organization (WTO), International

2
Telecommunication Union (ITU), and World Bank. In addition, the Task Force incorporated
the experiences of Singapore and other nations, which implemented similar programs. It was
less a task of invention than of sparking action on a consensus that had already evolved
within the networking community and government.

In 1991 the Department of Electronics broke this impasse, creating a corporation

called Software Technology Parks of India (STPI) that, being owned by the government,
could provide VSAT communications without breaching its monopoly. STPI set up software
technology parks in different cities, each of which provided satellite links to be used by firms;
the local link was a wireless radio link. In 1993 the government began to allow individual
companies their own dedicated links, which allowed work done in India to be transmitted
abroad directly. Indian firms soon convinced their American customers that a satellite link
was as reliable as a team of programmers working in the clients' office.

In recent years there has been a boom in start-ups in India across all industries but
especially the Information Technology sector. This boom is in part due to various starts up
schemes such as the Start Up India Scheme. Schemes like this provide resources to support
the creation of new start-ups in hopes to stimulate the economy and put India at the forefront
of innovation across all sectors.

While the scheme has supported and incubated many companies and helped them
succeed, there has been a lack of active support for ST and SCs in the action plans. This
reflects a trend across the Information Technology sector as a whole with marginalized
communities having a harder time breaking into this booming industry.

Information Technology Services Department

IT services departments essentially drive efficiency, design automation platforms for

routine tasks, and are responsible for providing infrastructure. At the most basic level, IT
services departments execute and enforce governance and oversee the use of network and
operating systems.

IT services departments are essential to the on-going communication, collaboration,

and automation of routine tasks and processes. They enable businesses to upend internal and
external practices and provide teams with extra functionality and flexibility to perform their
duties effectively and productively.

3
1.2 COMPANY PROFILE

Tech Mahindra is an Indian multinational information technology services

and consulting company. Part of the Mahindra Group, the company is headquartered
in Pune and has its registered office in Mumbai. Tech Mahindra is a US$6.0 billion company
with over 158,000 employees across 90 countries. The company was ranked #5 in India's IT
firms and overall #47 on Fortune India 500 list for 2019.

On 25 June 2013, Tech Mahindra announced the completion of

a merger with Mahindra Satyam. Tech Mahindra is one of the top Big Tech
(India) companies. Tech Mahindra has 1,262 active clients as of June 2022.

History

Mahindra & Mahindra started a joint venture with British Telecom in 1986 as a
technology outsourcing firm. British Telecom initially had around a 30 percent stake in Tech
Mahindra. In December 2010, British Telecom sold 5.5 percent of its stake in Tech Mahindra
to Mahindra & Mahindra for Rs. 451 crore.

In August 2012, British Telecom sold 14.1 percent of its stake to institutional
investors for about Rs. 1,395 crore. In December 2012, British Telecom sold its remaining
9.1 per cent (11.6 million shares) shareholding to institutional investors for a total gross cash
proceeds of Rs. 1,011.4 crores. This sale marked the exit of British Telecom from Tech
Mahindra.

Acquisition of Satyam Computer Services Ltd

After the Satyam scandal of 2008–09, Tech Mahindra bid for Satyam Computer
Services, and emerged as a top bidder with an offer of INR 58.90 a share for a 31 percent
stake in the company, beating a strong rival, Larsen & Toubro. After evaluating the bids, the
government-appointed board of Satyam Computer announced on April 13, 2009: "its Board
of Directors has selected Venturbay Consultants Private Limited, a subsidiary controlled by
Tech Mahindra Limited, as the highest bidder to acquire a controlling stake in the Company,
subject to the approval of the Hon'ble Company Law Board."

4
Merger with Mahindra Satyam

Tech Mahindra announced its merger with Mahindra Satyam on March 21, 2012, after
getting approval of the two company boards to create an IT company worth US$2.5
billion. The two firms had received the go-ahead for the merger from the Bombay Stock
Exchange and the National Stock Exchange.

On June 11, 2013, Andhra Pradesh High Court gave its approval for merging
Mahindra Satyam with Tech Mahindra, after getting approval from the Bombay high court.
Vineet Nayyar said that technical approvals from the Registrar of Companies in Andhra
Pradesh and Maharashtra are required which will be done in two to four weeks, and within
eight weeks, the new merged entity would be in place. The new organization would be led
by Anand Mahindra as Chairman, Vineet Nayyar as Vice Chairman, and C. P. Gurnani as the
CEO and Managing Director.

On June 25, 2013, Tech Mahindra announced the completion of its merger with
Mahindra Satyam to create the nation's fifth largest software services company with a
turnover of US$2.7 billion.

Tech Mahindra got the approval from the registrar of companies for the merger at
11:45 pm on June 24, 2013. July 5, 2013 has been determined as record date on which the
Satyam Computer Services ('Mahindra Satyam') shares will be swapped for Tech Mahindra
shares under the approved scheme. Mahindra Satyam (Satyam Computer Services), was
suspended from trading with effect from July 4, 2013, following the merger. Tech Mahindra
completed share swap and allocated its shares to the shareholders of Satyam Computer
Services on July 12, 2013.

Later years

In 2014, Tech Mahindra acquired Lightbridge Communications Corporation (LCC),

one of the largest independent telecom services companies in the world with local presence in
over 50 countries. In 2015, Tech Mahindra acquired SOFGEN Holdings, a 450-employee
Swiss IT firm serving the financial services industry Tech Mahindra purchased a controlling
stake in Pininfarina S.p.A., an Italian brand in automotive and industrial design Tech
Mahindra announced the launch of its Automation Framework AQT (Automation, Quality,
Time) By March 2016, Tech Mahindra's post-tax earnings had surged past that of M&M.

5
 Tech Mahindra said it would buy financial technology firm Target Group to boost its
platform business process-as-a-service offering in the banking sector. In 2017, Tech
Mahindra and Midad Holdings, a part of diversified business conglomerate Al Fozan Group
announced the launch of a joint venture, Tech Mahindra Arabia Ltd.

On the basis of a global partnership agreement signed, Tech Mahindra will market
Huawei's enterprise products and services across 44 countries including India. Tech
Mahindra announced that it has signed a definitive agreement to acquire CJS Solutions Group
LLC, a US-based healthcare Information Technology consulting company which does
business as (DBA) “The HCI Group.” In 2019, Tech Mahindra acquired DynaCommerce BV.

In March 2021, Tech Mahindra partnered with US-based business intelligence

analytics company ThoughtSpot. In April 2021, Tech Mahindra acquired US-based
DigitalOnUs, a hybrid cloud and DevOps services provider for $120 million.

In June 2021, Tech Mahindra also acquired another US-based (New

Jersey) Brainscale Inc., a leading cloud consulting and cloud transformation service provider
for $30 million, and Colorado-based Eventus solutions group for $44 million. Overall,
spending around $230 million to buy 5 companies in the year 2021 itself Mohit Joshi is
scheduled to join Tech Mahindra as the new MD and CEO on December 20, 2023, which is
well in advance of Gurnani's retirement date.

Locations

Tech Mahindra has offices in more than 60 countries.

India: Bangalore, Chennai, Hyderabad, Kochi, Kolkata, Mumbai, Mysore, Noida, Gurgaon,
Nagpur, Pune, Visakhapatnam, Warangal, Vijayawada and Bhubaneswar

Asia Pacific: China, Hong Kong, Indonesia, Japan, Malaysia, Philippines, Singapore, South
Korea, Taiwan, Thailand, and Vietnam

North America and South America: Argentina, Brazil, Canada, Bolivia, Colombia, Costa
Rica, Ecuador, Guatemala, Mexico, Panama, Peru, and the United States of America

Australia: Australia and New Zealand

6
Europe: Austria, Belgium, Bulgaria, CzechRepublic, Denmark, Finland, France, Germany,
Hungary, Ireland, Italy, Luxembourg, Netherlands, Norway, Romania, Spain, Sweden, Switz
erland, and United Kingdom

Africa: Chad, Republic of the Congo, Democratic Republic of the

Congo, Gabon, Ghana, Kenya, Malawi, Nigeria, Rwanda, SouthAfrica, Egypt , Uganda and Z
ambia

Middle East: Bahrain, Israel, Oman, Qatar, Saudi Arabia, Turkey and the United Arab
Emirates

7
1.3 INTRODUCTION OF THE STUDY

Digital Marketing

Any marketing that uses electronic devices and can be used by marketing specialists
to convey promotional messaging and measure its impact through your customer journey. In
practice, digital marketing typically refers to marketing campaigns that appear on a computer,
phone, tablet, or other device. It can take many forms, including online video, display ads,
search engine marketing, paid social ads and social media posts. Digital marketing is often
compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly,
television is usually lumped in with traditional marketing.

Digital Marketing industry in India is spread to almost all the business sectors. Some
of the applications of E-Marketing are shopping and order tracking, online banking, payment
systems and content management. The power of digital marketing allows geophysical barriers
to disappear making all consumers and businesses on earth potential customers and suppliers.
It is known for its ability to allow business to communicate and form a transaction anywhere
and anytime.

Digital marketing industry in India is a booming career today. In a country with a

rapid growth economy, it is expected to have a very high significant growth in Digital
marketing career. The growth in the digital marketing trends is making a very substantial
impact on marketing and advertisement.

DIGITAL MARKETING

Digital marketing, also called online marketing, is the promotion of brands to connect
with potential customers using the internet and other forms of digital communication. This
includes not only email, social media, and web-based advertising, but also text and
multimedia messages as a marketing channel.

Digital marketing is the component of marketing that uses the Internet and
online based digital technologies such as desktop computers, mobile phones and other digital
media and platforms to promote products and services. Its development during the 1990s and
2000s changed the way brands and businesses use technology for marketing.

As digital platforms became increasingly incorporated into marketing plans and

everyday life, and as people increasingly use digital devices instead of visiting physical

8
shops, digital marketing campaigns have become prevalent, employing combinations
of search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, campaign marketing, data-driven
marketing, e-commerce marketing, social media marketing, social media optimization, e-mail
direct marketing, display advertising, e–books, and optical disks and games have become
commonplace. Digital marketing extends to non-Internet channels that provide digital media,
such as television, mobile phones (SMS and MMS), call-back, and on-hold mobile ring tones.
The extension to non-Internet channels differentiates digital marketing from online
advertising.

History

The development of digital marketing is inseparable from technology development.

One of the first key events happened in 1971, when Ray Tomlinson sent the first email, and
his technology set the platform to allow people to send and receive files through different
machines. However, the more recognizable period as being the start of Digital Marketing is
1990 as this was where the Archie search engine was created as an index for FTP sites. In the
1980s, the storage capacity of computers was already big enough to store huge volumes of
customer information.

Companies started choosing online techniques, such as database marketing, rather

than limited list broker. These kinds of databases allowed companies to track customers'
information more effectively, thus transforming the relationship between buyer and seller.
However, the manual process was not as efficient.

Marketers were also able to own huge online customer data by e-CRM software after
the Internet was born. Companies could update the data of customer needs and obtain the
priorities of their experience. This led to the first clickable banner ad being going live in
1994, which was the "You Will" campaign by AT&T and over the first four months of it
going live, 44% of all people who saw it clicked on the ad.

In the 2000s, with increasing numbers of Internet users and the birth of iPhone,
customers began searching products and making decisions about their needs online first,
instead of consulting a salesperson, which created a new problem for the marketing
department of a company. In addition, a survey in 2000 in the United Kingdom found that

9
most retailers had not registered their own domain address. These problems encouraged
marketers to find new ways to integrate digital technology into market development.

In 2007, marketing automation was developed as a response to the ever evolving

marketing climate. Marketing automation is the process by which software is used to
automate conventional marketing processes. Marketing automation helped companies
segment customers, launch multichannel marketing campaigns, and provide personalized
information for customers based on their specific activities.

Digital media growth was estimated at 4.5 trillion online ads served annually with
digital media spend at 48% growth in 2010. An increasing portion of advertising stems from
businesses employing Online Behavioural Advertising (OBA) to tailor advertising for
internet users, but OBA raises concern of consumer privacy and data protection.

EVOLUTION DIGITAL MARKETING IN INDIA

Between 1971 and 1972, The ARPANET is used to arrange a sale between students at
the Stanford Artificial Intelligence Laboratory and the Massachusetts Institute of Technology,
the earliest example of electronics or digital commerce.1979: Michael Aldrich demonstrates
the first online shopping system.1981: Thomson Holidays UK is first business-to-business
online shopping system to be installed.1996: India MART B2B marketplace established in
India.2007: Flipkart was established in India.

In 2011, the digital marketing statistics revealed that advertising via the mobile phone
and tablets was 200% lower than that of the following years. During this year, the net worth
was $2 billion. The growth was in a geometric progression as it rose to $6 billion in 2012.

The competitive growth demands for more improvement in the career works and
professionals are being added to the field. From 2013 to March 2015, the investment total
increase was 1.5 billion dollars over the preceding years. There has been an impressive
growth up till this present moment.

VARIOUS ELEMENTS OF DIGITAL MARKETING

Digital marketing is a broad term that encompasses many different channels for
promoting business interests to prospective customers. There are various elements by which
digital marketing is formed. All forms operate through electronic devices. The most
important elements of digital marketing are given below:

10
(i) Online Advertising

Online advertising is a very important part of digital marketing. It is also called

internet advertising through which company can deliver the message about the products or
services. Internet-based advertising provides the content and ads that best matches to
consumer interests.

(ii) Email Marketing

When message about the products or services is sent through email to the existing or
potential consumer, it is defined as email marketing. Direct digital marketing is used to send
ads, to build brand and customer loyalty, to build customer trust and to make brand
awareness. Company can promote its products and services by using this element of digital
marketing easily.

(iii) Social Media

Today, social media marketing is one of the most important digital marketing
channels. It is a computer-based tool that allows people to create, exchange ideas,
information and pictures about the company’s product or services. According to Nielsen,
internet users continue to spend more time with social media sites than any other type. Social
media marketing networks include Facebook, Twitter, LinkedIn and Google+.

(iv)Text Messaging

It is a way to send information about the products and services from cellular and
smart phone devices. By using phone devices, company can send information in the form of
text (SMS), pictures, video or audio (MMS). Marketing through cellphone SMS (Short
Message Service) became increasingly popular in the early 2000s in Europe and some parts
of Asia. One can send order confirmations, shipping alerts using text message.

(v) Affiliate Marketing:

Affiliate marketing is a type of performance-based marketing. In this type of

marketing, a company rewards affiliates for each visitor or customer they bring by marketing
efforts they create on behalf of company. Industry has four core players: the merchant (also
known as “retailer” or “brand”), the network, the publisher (also known as “the affiliate”) and
the customer.

11
(vi) Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of affecting the visibility of a

website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In
general, the earlier (or higher ranked on the search results page), and more frequently a
website appears in the search result list, the more visitors it will receive from the search
engine users.

(vii) Pay Per Click (PPC)

Pay-per-click marketing is a way of using search engine advertising to generate clicks

to your website rather than “earning” those clicks organically. Pay per click is good for
searchers and advertisers. It is the best way for company’s ads since it brings low cost and
greater engagement with the products and services.

12
 CHAPTER – II

2. PROJECT DESIGN

2.1 NEED OF THE STUDY

The marketing is changing rapidly, the system of marketing moving towards digital.
Company has to understand the new era of marketing system and make similar changes in the
business operations. The study will help reader to understand the significance of having
online web presence, and the importance of digital marketing.

2.2 STATEMENT OF THE PROBLEM

In the organizations capability to explore unpredictable markets and the employment

growth. However, it has been noticed that businesses should be careful with their digital
marketing ways because depending on how the business is being presented, it could have a
different impact on the company brand than what is intended. Social media within digital
marketing have attracted significant attention the last decade, as academics and practitioners
are eager to understand its potential when it comes to supporting brands, sales, customer
service, and product development.

2.3 OBJECTIVES OF THE STUDY

Primary objectives

To study on impact of digital marketing towards Tech Mahindra in Bangalore.

Secondary objectives

 To study the impact of digital marketing on consumers' purchase.

 The main purpose of this paper is to recognize the usefulness of digital marketing in
the competitive market.
 To provide a transparent and good service to the consumer before and after purchase.
 To examine the extent digital marketing communication can be effective in achieving
organization.
 To examine the key indicators used in measuring Digital marketing communication
performance.

13
2.4 SCOPE OF THE STUDY

The digital revolution has made the consumer empowered by enabling them to control
the commercial information content of advertisement along with the choice of media. There
is also an important scope for futuristic research for the conducting of comparative research
that has to be carried out in other forms of service-based industries. It is to be done to serve
the sole purpose to get a broader picture of the ways in which the quality of the service as
catered to the customers is instrumental in playing an important role in the development of
the market of India. Responding to this fundamental shifting of consumers from traditional to
digital media, marketers are continuously trying to grab the opportunity by devising product,
price, place and promotion strategies for this marketplace.

2.5 LIMITATIONS OF THE STUDY

 The period of the study was very short period.

 Sampling size of respondents is 150.
 Digital Promotion is not allowed as the cost of hardware software, wed site design,
Digital distribution costs, preservation of the concerned website and yes time, all
should be issued into the rendering expenses of offering sand service.
 Timing of updates is critical so it’s easy to have out-of-date data Digital marketing
 The majority of Digital markets lack inquiry response programs and customer service.

14
2.6 REVIEW OF LITERATURE

According to Chaffey (2017)1, digital media marketing involves “encouraging customer

communications on company’s own website or through its social presence”. Digital
marketing, electronic marketing, e-marketing and Internet marketing are all similar terms
which, simply put, refer to “marketing online whether via websites, online ads, opt-in emails,
interactive kiosks, interactive TV or mobiles”. Its finds that customer information satisfaction
(CIS) for digital marketing can be conceptualized as a sum of affective response of varying
intensity that follows consumption and is stimulated by focal aspects

Devi & Konti (2017)2 Digital marketing bring the organisation products closer to the
customer regardless of the location in the world as long as the customers have access to the
internet. It provides organisation opportunity to understand customers behaviour better,
widening the products distribution channels, boosts sales, track real time data of marketing
performance, among others. argued further that the power of Digital marketing comes from
the fact that it gives the organisation wider access to variety of potential customers across the
globe.

Sutton-Brady(2017)3 analysed that Digital marketing issues digital advertising,

campaigning, public relations that have a sophisticated psychological impression in the minds
of the customers. Various organizational authorities find it fruitful to take hold of online
activities related to marketing to reach maximum number of potential customers. People
nowadays extensively use social media, email and they come across a number of websites
every day for their personal purpose.

Kotler & Armstrong (2018)4noted that Digital marketing is more of piece of direct
advertising that provide information about organisation products and try to build connection
between the clients. The objective is to establish a strong image of the organisation products
and services in the mind of the consumers persuading the consumer to become organisation
brand loyalist. The origin of digital marketing can be traced to the 1990’s when there is
transformation in the information technology and increase application of the internet to
facilitates business objectives. At this period, Digital marketing was not really seen as

1
Chaffey, D. (2017). E-business & e-commerce management. Pearson Education.
2
Devi&Konti(2017)https://repositorio.iscte-iul.pt/bitstream/10071/22218/4/master_nuno_goncalves_valente.pdf
3
Sutton-Brady(2017)https://www.freeassignmenthelp.com/literature-review-online-marketing/
4
Kotler, P., Keller, K.L., Goodman, M., Hansen, T., (2018) Marketing Management- 12 th European
Edition,, Harlow, England:Pearson Education-- Prentice Hal

15
advertising medium but rather a means of sharing e-mails, digitals information and
organising organisation profile and customers.

(Arnott, 2018)5 Blogs as a tool for digital marketing have successfully created an impact for
increasing sales revenue, especially for products where customers can read reviews and write
comments about personal experiences. For businesses, online reviews have worked really
well as part of their overall strategic marketing strategy. Online services tools are more
influencing than traditional methods of communication. Search engine like Google, Yahoo,
Amazon, Ask.com began utilizing the traffic searching for information in advertising
organisations products and services. With time, the advertising agencies or companies keep
modifying till 2000’s when consumers are given power to easily unsubscribe from
advertising messages, invitational marketing were also introduced, recommendation of
enticing products based on consumer purchase history.

Simpson & Mortimore (2018)6 With respect to timing of digital marketing, the authors
recommend that marketers use this instrument heavily in the months immediately after
product introduction because its effect is largest then and decreases as time progresses. This
research has clearly identified that Direct Mail will still have an effect in years to come. Most
notably, the identification of convenience, trust and the reminding effect are further
strengthened by their correlation with the stimuli that effect purchase.

Dasgupta, and Ghatge, (2019)7 Digital marketing is a large parasol below which both the
technical and the non-technical services to make an upsurge of popularity by way of the
internet, is sheltered. Nowadays, the IT industry has generated a wide range of job roles for
persons to pursue occupations and exhibit their capacities. Moreover, it yields specialists
from various field such as web development, web designing, artists, brand consultants, social
media consultants, graphic designer, content writers, etc. to derive together and co-
operatively work in the direction of making a graphic illustration of notions, which are not
very tough to plant into the attentions of the audience.

5
Pai. P, Arnott. DC (2018), “User adoption of social networking sites: Eliciting uses and gratifications through
a means–end approach”, Computers in Human Behavior, Volume 29, Issue 3, Pages 1039–1053.
6
Simpson & Mortimore (2018).The influence of direct mail marketing on buyer purchasing decisions. Journal
of Research Studies in Business & Management, 1(1), 119-142.
7
Dasgupta, S. and Ghatge, A., (2019). Understanding the stickiness of corporate social responsibility reporting
as a post globalization digital marketing strategy: a study of multinational automobile companies in India.
Indian Journal of Science and Technology, 8(S4), pp.283-292.

16
(Lacka and Chong, 2019)8 digital marketing has been added to the marketing strategies of
B2B firms, research on this subject is still at a nascent stage. In fact, until recently, many
organizations believed that digital marketing is useful only to B2C organizations. However,
digital marketing success stories from B2B firms such as Cisco and IBM have gradually
changed this perception. Organizations have come to realize that digital marketing in the B2B
space enhances flow of information and trust among customers. Many organizations lack
comprehensive knowledge about the best B2B digital marketing practices, which impacts
their return on investment.

Subramanian, K (2020)9 Direct Marketing enabled companies to roll advertising and

marketing into one seamless effort. Digital Technologies have enabled Companies to access
customer profiles and preferences quickly and sharpen their marketing strategies and product
offerings. Identify that earning of profit is possible only through consumer satisfaction.
Recently, direct marketing had a greater impact, both positive and negative on the economy
of the world.

(Saura, Palos-Sánchez and Suárez 2020)10 suggested that digital marketing is not used as a
transactional tool only, it transformed marketing practice and theory demand. All types of
companies had to adjust their business practices to the technology development, came up
with new management and communication approaches. Digital marketing integrates
strategies on the web related to specific processes, seeking for clear goals using different
tools, platforms and social media.

Preeti (2021)11 Digital marketing has create a niche in the organisation competitive strategy
as it can integrate responsive marketing strategy and adapt easily to all other marketing and
promotional strategies of the organisation targeted at boosting sales, gaining competitive
advantage, and achieving customer satisfaction. The uniqueness and fundamental role of
Digital marketing can be further explored when looking at its potential in effective
integration of marketing communication noted that as the global economy is driving towards
an integrated market

8
Lacka and Chong, (2019) Organizational impact of implementing an ERP.” 11th Iberian Conference on
Information Systems and Technologies (CISTI'2016) 1: 33-38
9
Subramanian, K (2020). Building customer relations through direct marketing. International Journal of
Combined Research & Development, 6(9), 799-810.
10
Saura, Palos-Sánchez and Suárez. (2020). “Understanding the digital marketing environment with KPIs and
web analytics.” Future internet 9 (76): 3-13
11
Preeti (2021)http://www.diva-portal.org/smash/get/diva2:726192/FULLTEXT02

17
Vogus (2021)12 Digital marketing such as search engine optimization (SEO), search engine
marketing (SEM), Digital marketing, influencer marketing, content automation, e-commerce
marketing, campaign marketing, and social media marketing, social media optimization, e-
mail direct marketing, display advertising, e–books, optical disks and games and are
becoming more and more common in our advancing technology. Its also determined that
large companies are regarding social media sites as strategic tools and some businesses are
even hiring employees to oversee their social media pages.

(Mulhern, 2022)13 The majority of studies on the use of digital marketing communication
(DMC) in B2B organizations focus on communication using digital marketing tools. DMC is
the use of the latest technologies or tools to disseminate integrated, concise and measurable
communication to establish a good relationship with customers. This topic consisted of four
categories, namely, branding, advertising, Digital marketing and interactivity.

Wienclaw (2022)14 Search Engine Marketing (SEM) is an approach used in digital

marketing. explained SEM as being an avenue of internet-marketing, that targets prospective
customers that enter keywords into their search. This is a simplistic, but powerful strategy
that use keywords to direct the user directly to an organization or business. The literature
points to hyperlinks and banner ads as tools that individuals and organizations use to
maximize their marketing. Advertisements online are available for purchase for companies to
use for a period.

Goldfarb (2022)15The fact that the global economy and the corporate world have been very
integrated by information technology require the exploration of Digital marketing as an
improved platform to effectively integrate marketing communication across organisation. As
noted earlier, Digital marketing provides platform for the organisation to integrate various
promotional tools of the organisation in advertising the organisation products to the
customers and the general public. Digital marketing as noted by provides the organisation the
opportunity to measure the performance of the promotional tools in real time on the basis of
demographic, geographic, psychographic of the targeted audience.

12
Vogus (2021)Marketing opportunities in the digital world", Internet Research, Vol. 8 Iss: 2, pp.185-194.
13
(Mulhern, 2022) “Challenges and solutions for marketing in a digital era.” European management journal 32:
1-12.
14
Wienclaw, R. A. (2022). Direct E-Marketing. Direct E-Marketing - Research Starters Business, 1-6.
15
Goldfarb (2022)The Market Valuation of Internet Channel Additions', Journal Of Marketing, 66, 2, pp. 102-
119.

18
2.7 RESEARCH METHODOLOGY

Research Methodology is a systematic way to solve a research problem; It includes

various steps that are generally adopted by a researcher in studying the problem along with
the logic behind them. The present study on effectiveness of Digital marketing towards Tech
Mahindra in Bangalore.

RESEARCH DESIGN

“A Research Design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with the economy in
procedure”. The research design adopted for the studies is descriptive design. The researcher
has to describe the present situation in order to know the behavior of the consumers. Hence
descriptive research study is used. Descriptive research can only report what has happened
and what is happening.

SAMPLING METHOD

Sample Size

The study based only on the employee engage. Total number of sample taken for the
study is 150 respondents.

Sample design

Convenience sampling techniques were used for the study.

DATA SOURCE

It has two types

1. Primary data
2. Secondary data

Primary data:

Primary data means data which is fresh collected data. Primary data mainly been
collected through personal interviews, surveys etc.

19
Secondary data:

Secondary data means the data that are already available. Generally speaking
secondary data is collected by some organizations or agencies which have already been
processed when the researcher utilizes secondary data; the process of secondary data
collection and analysis is called desk research.

STATISTICAL TOOLS USED

The commonly used statistical tools for analysis of collected data are:

1. Simple Percentage analysis

2. Chi-square Analysis
3. Correlation Analysis
4. Weighted average Analysis

SIMPLE PERCENTAGE ANALYSIS

This method is used to compare two or more series of data, to describe the relationship
or the distribution of two or more series of data. Percentage analysis test is done to find out
the percentage of the response of the response of the respondent. In this tool various
percentage are identified in the analysis and they are presented by the way of Bar Diagrams
in order to have better understanding of the analysis.

No. of respondents
Simple percentage = ……………………………… X 100
Total No. of respondents
CHI- SQUARE ANALYSIS

Chi-square was done to find out one way analysis between socio demographic variable
and various dimensions of the program

(O – E)2
ᵡ2 =
E
where

O – Observed value, E – Expected value

20
 In general the expected frequency for any call can be calculated from the following
equation.

E = RT × CT / N

The calculated value of chi-square is compared with the table value of ᵡ2 given degrees
of freedom of a certain specified level of significance. It at the stated level of the calculated
value of ᵡ2 the difference between theory and observation is considered to be significant.
Otherwise it is in significant.

CORRELATION

Correlation is computed into what is know as the correlation efficient, which ranges
between -1 to +1. Perfect positive correlation (a correlation co-efficient of +1) implies that as
one security moves, either up or down, the other security will move in lockstep, in the same
direction.

∑ XY
𝑟=
√(∑ X 2 ) (∑ 𝑌 2 )

WEIGHTED AVERAGE METHOD

The weighted average method can be calculated by the following formula

Xw = ∑ 𝐰𝐱 / ∑ 𝐗
Here,

Xw represent the weighted average

X represents the variable

W represents the weight given to the variable.

21
 CHAPTER – III

3. DATA ANALYSIS AND INTERPRETATION

TABLE – 3.1

GENDER OF THE RESPONDENTS

GENDER NO OF RESPONDENTS PERCENTAGE

Male 98 65%

Female 52 35%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 65% of the respondents are Male, and 35% of the
respondents are Female.

Majority 65% of the respondents are Male.

22
 CHART – 3.1

GENDER OF THE RESPONDENTS

65%
70%

60%

50%
35%
Percentage

40%

30%

20%

10%

0%
Male Female
Gender

23
 TABLE- 3.2

AGE OF THE RESPONDENTS

AGE NO OF RESPONDENTS PERCENTAGE

Below 25 years 32 21%

25- 30 years 47 31%

30-35 years 55 37%

Above 35 years 16 11%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 21% of the respondents are Below 25 years age group,
31% of the respondent is between 25-30 years age group, 37% of the respondents are
between 30-35 years age group, and 11% of the respondents are Above 35 years age group.

Maximum 37% of the respondents are between 30-35 years age group.

24
 CHART- 3.2

AGE OF THE RESPONDENTS

40% 37%

35% 31%

30%

25% 21%
Percentage

20%

15% 11%

10%

5%

0%
Below 25 years 25- 30 years 30-35 years Above 35 years
Age

25
 TABLE – 3.3

MARITAL STATUS OF THE RESPONDENTS

MARITAL STATUS NO OF RESPONDENTS PERCENTAGE

Married 93 62%

Unmarried 57 38%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 62% of the respondents are married person, and
remaining 38% of the respondents are unmarried category.

Majority 62% of the respondents are married person.

26
 CHART- 3.3

MARITAL STATUS OF THE RESPONDENTS

62%
70%
60%
50% 38%
Percentage

40%
30%
20%
10%
0%
Married Unmarried
maritual status

27
 TABLE – 3.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

EDUCATIONAL NO OF RESPONDENTS PERCENTAGE

Diploma 17 11%

Graduate 48 32%

Post Graduate 60 40%

Professional 25 17%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 11% of the respondents are Diploma Qualification, 32%
of the respondents are Graduate Qualification, 40% of the respondents are Post Graduate
Qualification, and remaining 17% of the respondents are Professional Qualification.

Majority 40% of the respondents are Post Graduate Qualification.

28
 CHART- 3.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

40%
40%
35% 32%

30%
Percentage

25%
20% 17%

15% 11%
10%
5%
0%
Diploma Graduate Post Graduate Professional
qualification

29
 TABLE – 3.5

MONTHLY INCOME OF THE RESPONDENTS

MONTHLY INCOME NO OF RESPONDENTS PERCENTAGE

Below Rs.15,000 21 14%

Rs.15,001-Rs.30,000 35 23%

Rs.30,001-Rs.50,000 42 28%

Above 50,000 52 35%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 14% of the respondents are monthly earning Below
Rs.15,000, 23% of the respondents are monthly earning Rs.15,001-Rs.30,000, 28% of the
respondents are monthly earning Rs.30,001-Rs.50,000, and remaining 35% of the
respondents are monthly earning Above 50,000.

Maximum 35% of the respondents are monthly earning Above 50,000.

30
 CHART- 3.5

MONTHLY INCOME OF THE RESPONDENTS

35%
35%
28%
30%
23%
25%
percentage

20%
14%
15%

10%

5%

0%
Below Rs.15,000 Rs.15,001-Rs.30,000 Rs.30,001-Rs.50,000 Above 50,000
Monthly income

31
 TABLE – 3.6

EXPERIENCE OF THE RESPONDENTS

EXPERIENCE NO OF RESPONDENTS PERCENTAGE

Below 3 years 26 17%

3- 5 years 21 14%

5-7 years 39 26%

Above 7 years 64 43%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 17% of the respondents are Below 3 years’ experience,
14% of the respondents are 3-5 years’ experience, 26% of the respondents are 5-7 years’
experience and remaining 43% of the respondents are Above 7 years’ experience.

Maximum 43% of the respondents are Above 7 years’ experience.

32
 CHART- 3.6

EXPERIENCE OF THE RESPONDENTS

43%
45%
40%
35%
30% 26%
Percentage

25%
17%
20% 14%
15%
10%
5%
0%
Below 3 years 3- 5 years 5-7 years Above 7 years
experience

33
 TABLE – 3.7

TYPES OF DIGITAL MARKETING USING IN THIS FIRM

TYPES NO OF RESPONDENTS PERCENTAGE

Search engine optimization 50 33%

Content marketing 41 27%

Social media marketing 41 27%

Email marketing 18 12%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 33% of the respondents are using Search engine
optimization, 27% of the respondents are using both Content marketing and Social media
marketing, and remaining 12% of the respondents are using Email marketing.

Maximum 33% of the respondents are using Search engine optimization.

34
 CHART – 3.7

TYPES OF DIGITAL MARKETING USING IN THIS FIRM

33%
35%
30% 27% 27%

25%
percentage

20%
15% 12%

10%
5%
0%
Search engine Content Social media Email
optimization marketing marketing marketing
Types

35
 TABLE – 3.8

MOST IMPORTANT ELEMENTS TO CONSIDER TO OPTIMIZING

ELEMENTS NO OF RESPONDENTS PERCENTAGE

Quality of content 46 31%

Level of user engagement 41 27%

Mobile-friendliness 36 24%

Number and quality of

27 18%
inbound links

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 31% of the respondents are important to Quality of
content, 27% of the respondents are important to Level of user engagement, 24% of the
respondents are important to Mobile-friendliness, and remaining 18% of the respondents are
important to Number and quality of inbound links.

Maximum 31% of the respondents are important to Quality of content.

36
 CHART – 3.8

MOST IMPORTANT ELEMENTS TO CONSIDER TO OPTIMIZING

35% 31%

30% 27%
24%
25%
18%
Percentage

20%

15%

10%

5%

0%
Quality of content Level of user Mobile-friendliness Number and
engagement quality of inbound
links
Elements

37
 TABLE – 3.9

DIGITAL MARKETING CREATES GROWTH OF THE COMPANY

GROWTH NO OF RESPONDENTS PERCENTAGE

Highly satisfied 52 35%

Satisfied 34 23%

Neutral 29 19%

Dissatisfied 18 12%

Highly Dissatisfied 17 11%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 35% of the respondents are creates growth in highly
satisfied, 23% of the respondents are creates growth in satisfied, 19% of the respondents are
creates growth in Neutral, 12% of the respondents are creates growth in Dissatisfied, and
11% of the respondents are creates growth in Highly Dissatisfied.

Maximum 35% of the respondents are highly satisfied with creates growth.

38
 CHART- 3.9

DIGITAL MARKETING CREATES GROWTH OF THE COMPANY

35%
35%

30%
23%
25%
19%
Percentage

20%

15% 12% 11%

10%

5%

0%
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
Growth

39
 TABLE – 3.10

KINDS OF SERVICES OFFERED IN THIS COMPANY

SERVICES NO OF RESPONDENTS PERCENTAGE

Web development 37 25%

Ecommerce websites 37 25%

Digital marketing 32 21%

Search engine Optimization 19 13%

Social Media marketing 25 17%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 25% of the respondents are service offered in both Web
development and Ecommerce websites, 21% of the respondents are service offered in Digital
marketing, 13% of the respondents are service offered in Search engine Optimization, and
17% of the respondents are service offered in Social Media marketing.

Maximum 25% of the respondents are service offered in both Web development and
Ecommerce websites.

40
 CHART– 3.10

KINDS OF SERVICES OFFERED IN THIS COMPANY

25% 25%
25%
21%

20% 17%
Percentage

15% 13%

10%

5%

0%
Web Ecommerce Digital Search engine Social Media
development websites marketing Optimization marketing
Service offered

41
 TABLE – 3.11

INCREASE LEADS & SALES WITH ONLINE MARKETING SERVICES

SERVICES NO OF RESPONDENTS PERCENTAGE

Highly satisfied 50 33%

Satisfied 31 21%

Neutral 32 21%

Dissatisfied 18 12%

Highly Dissatisfied 19 13%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 33% of the respondents are increase sales with Highly
satisfied, 21% of the respondents are increase sales with satisfied, 21% of the respondents are
increase sales with Neutral, 12% of the respondents are increase sales with Dissatisfied, and
13% of the respondents are increase sales with Highly Dissatisfied.

Maximum 33% of the respondents are increase Highly satisfied with sales.

42
 CHART – 3.11

INCREASE LEADS & SALES WITH ONLINE MARKETING SERVICES

33%
35%
30%
25% 21% 21%
Percentage

20%
12% 13%
15%
10%
5%
0%
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
INCREASE LEADS & SALES

43
 TABLE – 3.12

COST EFFECTIVE OF DIGITAL MARKETING PLATFORM

COST EFFECTIVE NO OF RESPONDENTS PERCENTAGE

Highly satisfied 48 32%

Satisfied 30 20%

Neutral 33 22%

Dissatisfied 22 15%

Highly Dissatisfied 17 11%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 32% of the respondents are cost effective of Highly
satisfied, 20% of the respondents are cost effective of satisfied, 22% of the respondents are
cost effective of Neutral, 15% of the respondents are cost effective of Dissatisfied, and 11%
of the respondents are cost effective of Highly Dissatisfied.

Maximum 32% of the respondents are Highly satisfied with cost effective.

44
 CHART– 3.12

COST EFFECTIVE OF DIGITAL MARKETING PLATFORM

35% 32%

30%
25% 22%
20%
Percentage

20% 15%
15% 11%
10%
5%
0%
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
Cost effective

45
 TABLE – 3.13

DIGITAL MARKETING AGENCY OFFERS A FLEXIBLE COMBINATION

OFFERS NO OF RESPONDENTS PERCENTAGE

Paid search 43 29%

Organic search 45 30%

SMEs 35 23%

Internet promoting 27 18%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 29% of the respondents are agency offers to Paid search,
30% of the respondents are agency offers to Organic search, 23% of the respondents are
agency offers to SMEs, and 18% of the respondents are agency offers to Internet promoting.

Maximum 30% of the respondents are agency offers to Organic search.

46
 CHART – 3.13

DIGITAL MARKETING AGENCY OFFERS A FLEXIBLE COMBINATION

29% 30%
30%
23%
25%
18%
20%
Percentage

15%

10%

5%

0%
Paid search Organic SMEs Internet
search promoting
flexible combination

47
 TABLE NO: 3.14

IMPACT OF DIGITAL MARKETING ON BUSINESS

Highly Highly
IMPACT satisfied Satisfied Neutral Dissatisfied Dissatisfied
Res Per Res Per Res Per Res Per Res Per

Increase in Brand
45 30% 38 25% 31 21% 22 15% 14 9%
Awareness
Generation of
48 32% 34 23% 30 20% 22 15% 16 11%
Leads
Boost in Sales 37 25% 41 27% 28 19% 27 18% 17 11%

Involve
Consumers and 54 36% 34 23% 21 14% 23 15% 18 12%

Viewers
Source: Primary Data

INTERPRETATION

The above table shows that, 30% of the respondents are Increase in Brand Awareness
with highly satisfied, 32% of the respondents are Generation of Leads with highly satisfied,
27% of the respondents are Boost in Sales with highly satisfied, and remaining 36% of the
respondents are Involve Consumers and Viewers with highly satisfied.

Maximum 36% of the respondents are Involve Consumers and Viewers with highly
satisfied.

48
 CHART NO: 3.14

IMPACT OF DIGITAL MARKETING ON BUSINESS

40%
36%
35% 32%
30%
30% 27%
25% 25%
25% 23%23%
Increase in Brand Awareness
Percentage

21%
20%
19% Generation of Leads
20% 18%
15%
15%15% Boost in Sales
14%
15% 12% Involve Consumers and Viewers
11%
11%
9%
10%

5%

0%
Impact of digital market

49
 TABLE – 3.15

OVERALL VALUE OF FUNCTIONALITY IN THIS FIRM

VALUE NO OF RESPONDENTS PERCENTAGE

Effectiveness 42 28%

Safety/Security 49 33%

Maintainability 34 27%

Reliability 25 17%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 28% of the respondents are value of Effectiveness, 33%
of the respondents are value of Safety/Security, 23% of the respondents are value of
Maintainability, and 17% of the respondents are value of Reliability.

Maximum 33% of the respondents are value of Safety/Security.

50
 CHART – 3.15

OVERALL VALUE OF FUNCTIONALITY IN THIS FIRM

33%
35%
28% 27%
30%
25%
Percentage

20% 17%

15%
10%
5%
0%
Effectiveness Safety/Security Maintainability Reliability
Value

51
 TABLE – 3.16

INCREASE THE CLIENT IN THIS FIRM

CLIENT NO OF RESPONDENTS PERCENTAGE

Quality assurance 52 35%

Monitoring user feedback 32 21%

Customer survey 37 25%

Cooperation 29 19%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 35% of the respondents are increase the Quality
assurance, 21% of the respondents are increase the Monitoring user feedback, 25% of the
respondents are increase the Customer survey, and 19% of the respondents are increase the
Cooperation.

Maximum 35% of the respondents are increase the Quality assurance

52
 CHART – 3.16

INCREASE THE CLIENT IN THIS FIRM

35%
35%
30% 25%
25% 21%
19%
Percentage

20%
15%
10%
5%
0%
Quality Monitoring Customer Cooperation
assurance user feedback survey
client

53
 TABLE NO: 3.17

KEY TO DEVELOPING THEIR DIGITAL MARKETING AND GIVE THEM THE

OPPORTUNITY

Highly satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

KEY
Res Per Res Per Res Per Res Per Res Per

Time savers 50 33% 40 27% 28 19% 18 12% 14 9%

Money savers 53 35% 38 25% 29 19% 18 12% 12 8%

Strategy 46 31% 49 33% 27 18% 15 10% 13 9%

Digital tools 48 32% 44 29% 26 17% 18 12% 14 9%

Offers
50 33% 43 29% 24 16% 18 12% 15 10%
versatility

Source: Primary Data

INTERPRETATION

The above table shows that, 33% of the respondents are developing their both Time
savers and Offers versatility with highly satisfied, 35% of the respondents are developing
their Money savers with highly satisfied, 33% of the respondents are developing their
Strategy with satisfied, and remaining 32% of the respondents are developing their Digital
tools with highly satisfied.

Maximum 35% of the respondents are developing their Money savers with highly satisfied.

54
 CHART NO: 3.17

KEY TO DEVELOPING THEIR DIGITAL MARKETING AND GIVE THEM THE

OPPORTUNITY

35%
35% 33% 33% 33%
32%
31%
29%
29%
30%
27%
25%
25%
Time savers
19%
19%
Percentage

20% 18% Money savers

17%
16%
Strategy
15%
12%
12%12%
12% Digital tools
10% 10%
9% 9%9% Offers versatility
10% 8%

5%

0%
Keep to develop opportunity

55
 TABLE NO: 3.18

MARKETER TO EFFECTIVELY REACH THE TARGET AUDIENCE

EFFECTIVELY NO OF RESPONDENTS PERCENTAGE

Highly satisfied 51 34%

Satisfied 43 29%

Neutral 24 16%

Dissatisfied 19 13%

Highly Dissatisfied 13 9%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 34% of the respondents are reach the target to Highly
satisfied, 29% of the respondents are reach the target to satisfied, 16% of the respondents are
reach the target to Neutral, 13% of the respondents are reach the target to Dissatisfied, and
9% of the respondents are reach the target to Highly Dissatisfied.

Maximum 34% of the respondents are reaching the target to highly satisfy.

56
 CHART– 3.18

COST EFFECTIVE OF DIGITAL MARKETING PLATFORM

34%
35%
29%
30%
25%
Percentage

20% 16%
13%
15%
9%
10%
5%
0%
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
effectivly

57
 TABLE NO: 3.19

FULLY AWARE THE MARKETING STRATEGIES

AWARE NO OF RESPONDENTS PERCENTAGE

Highly satisfied 50 33%

Satisfied 46 31%

Neutral 24 16%

Dissatisfied 19 13%

Highly Dissatisfied 11 7%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 33% of the respondents are fully aware the highly
satisfied, 31% of the respondents are fully aware the satisfied, 16% of the respondents are
fully aware the Neutral, 13% of the respondents are fully aware the Dissatisfied, and 7% of
the respondents are fully aware the Highly Dissatisfied.

Maximum 33% of the respondents are fully aware the highly satisfied marketing strategies.

58
 CHART NO: 3.19

FULLY AWARE THE MARKETING STRATEGIES

33%
35% 31%
30%
25%
Percentage

20% 16%
13%
15%
10% 7%

5%
0%
Highly Satisfied Neutral Dissatisfied Highly
satisfied Dissatisfied
Aware marketing strategy

59
 TABLE – 3.20

OUTCOMES OF THE BUSINESSES WITH RESPECT TO DIGITAL MARKETING

OUTCOMES NO OF RESPONDENTS PERCENTAGE

User-friendliness 48 32%

Triangulation 46 31%

Advertising goods 24 16%

Services 32 21%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 32% of the respondents are outcomes of User-
friendliness, 31% of the respondents are outcomes of Triangulation, 16% of the respondents
are outcomes of Advertising goods, and 21% of the respondents are outcomes of Services.

Maximum 32% of the respondents are outcomes of User-friendliness.

60
 CHART – 3.20

OUTCOMES OF THE BUSINESSES WITH RESPECT TO DIGITAL MARKETING

35% 32% 31%

30%

25% 21%
Percentage

20% 16%

15%

10%

5%

0%
User-friendliness Triangulation Advertising goods Services
Outcomes

61
 TABLE NO: 3.21

KEY TO DEVELOPING THEIR DIGITAL MARKETING AND GIVE THEM THE

OPPORTUNITY

Highly Highly
Key satisfied Satisfied Neutral Dissatisfied Dissatisfied
Res Per Res Per Res Per Res Per Res Per
Cost efficiency 50 33% 40 27% 24 16% 17 11% 19 13%
Quantifiable
48 32% 45 30% 22 15% 18 12% 17 11%
results
Easier
51 34% 44 29% 22 15% 18 12% 15 10%
personalization
More connection
53 35% 45 30% 22 15% 20 13% 10 7%
with customers
Easy and
convenient 54 36% 40 27% 30 20% 14 9% 12 8%
conversions
Global online
reach and 50 33% 45 30% 32 21% 13 9% 10 7%
visibility
Effective targeting 46 31% 46 31% 31 21% 13 9% 14 9%

Source: Primary Data

INTERPRETATION

The above table shows that, 33% of the respondents are Cost efficiency and Global online
reach and visibility with highly satisfied, 32% of the respondents are Quantifiable results, 34% of
the respondents are Easier personalization with highly satisfied, 35% of the respondents are More
connection with customers with highly satisfied, 36% of the respondents are Easy and convenient
conversions, and remaining 31% of the respondents are Effective targeting with highly satisfied.

Maximum 36% of the respondents are highly satisfied with Easy and convenient conversions.

62
 CHART NO: 3.21

KEY TO DEVELOPING THEIR DIGITAL MARKETING AND GIVE THEM THE

OPPORTUNITY

40% 35% 36%

33% 34% 33%
35% 32% 31%
31%
30% 29% 30% 30%
30% 27% 27%
Percentage

25% 20% 21% 21%

20% 16% 15% 15% 15%
13% 12% 12% 13%
15% 11% 11% 10% 9%8% 9% 9%9%
10% 7% 7%
5%
0%

key

63
 TABLE – 3.22

OVERALL EFFECTIVENESS OF DIGITAL MARKETING MANAGEMENT

EFFECTIVENESS NO OF RESPONDENTS PERCENTAGE

Good 49 33%

Excellent 51 34%

Better 29 19%

Poor 21 14%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 33 of the respondents are effectiveness of Good
management, 33% of the respondents are effectiveness of excellent management, 19% of the
respondents are effectiveness of Better management, and 14% of the respondents are
effectiveness of Poor management.

Maximum 33% of the respondents are effectiveness of excellent management.

64
 CHART– 3.22

OVERALL EFFECTIVENESS OF DIGITAL MARKETING MANAGEMENT

33% 34%
35%
30%
25%
19%
Percentage

20%
14%
15%
10%
5%
0%
Good Excellent Better Poor
Effective

65
 TABLE – 3.23

FEEL ABOUT COMMUNICATION WITH CLIENT

COMMUNICATION NO OF RESPONDENTS PERCENTAGE

Good 52 35%

Excellent 44 29%

Better 31 21%

Poor 23 15%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 35% of the respondents are feel about Good
communication, 29% of the respondents are feel about excellent communication, 21% of the
respondents are feel about Better communication, and 15% of the respondents are feel about
Poor communication.

Maximum 35% of the respondents are feel about Good communication.

66
 CHART– 3.23

FEEL ABOUT COMMUNICATION WITH CLIENT

35%
35%
29%
30%
25% 21%
Percentage

20% 15%
15%
10%
5%
0%
Good Excellent Better Poor
communication

67
 TABLE – 3.24

DIGITAL MARKETING AFFECTS THE INTERACTIONS OF PEOPLE

AFFECTS NO OF RESPONDENTS PERCENTAGE

Habits
40 27%

work
50 33%

Purchases
60 40%

Total 150 100%

Source: Primary data

INTERPRETATION

The above table shows that, 27% of the respondents are affects the Habits, 33% of the
respondents are affects the work, and 40% of the respondents are affects the Purchases.

Maximum 40% of the respondents are affects the Purchases.

68
 CHART – 3.24

DIGITAL MARKETING AFFECTS THE INTERACTIONS OF PEOPLE

40%
40%
33%
35%
27%
30%
Percentage

25%
20%
15%
10%
5%
0%
Habits work Purchases
Affects

69
 TABLE – 3.25

CHI SQURE ANALYSIS

The table shows that the relationship between Experience and Digital Marketing
Agency offers a flexible combination

Experience /
Organic Internet
Digital Marketing Paid search SMEs Total
search promoting
Agency

Below 3 years 7 6 11 18 43

3- 5 years 8 6 12 19 45

5-7 years 6 5 9 15 35

Above 7 years 5 4 7 12 27

Total 26 21 39 64 150

(Source: Primary Data)

NULL HYPOTHESIS: (Ho): There is no significant relationship between Experience and

Digital Marketing Agency offers a flexible combination

ALTERNATIVE HYPOTHESIS: (H1): There is significant relationship between

Experience and Digital Marketing Agency offers a flexible combination

70
 Observed Expected
Particular (O-E)2 (O-E)2/ E
Frequency(O) Frequency€
R1C1 7 7.6 0.36 0.05
R1C2 6 6 0 0
R1C3 11 11 0 0
R1C4 18 18 0 0
R2C1 7 7.8 0.64 0.08
R2C2 6 6.3 0.09 0.01
R2C3 11 11.7 0.49 0.04
R2C4 19 19 0 0
R3C1 6 6 0 0
R3C2 4 4.9 0.81 0.27
R3C3 9 9 0 0
R3C4 14 14.9 0.81 0.05
R4C1 4 4.7 0.49 0.01
R4C2 3 3.8 0.64 0.27
R4C3 7 7 0 0
R4C4 1 11.5 0.25 0.02
Calculated value 0.8
Degree of freedom : (r-1) (c-1)

: (4-1) (4-1)

: 9

Level of Significance :5

TABLE NO value : 0.253

Calculated value : 0.8

RESULT:

Since the calculated value is greater than the table value. So we reject the null
hypothesis. There is no significance the relationship between Experience and Digital
Marketing Agency offers a flexible combination

71
 TABLE NO: 3.26

CORRELATION

The table shows that the relationship between Experience and Increase the client in this firm.

X Y X2 Y2 XY

676 2704 1352

26 52

441 1024 672

21 32

1521 1369 1443

39
37

4096 841 1856

64 29

∑ 𝑿 =150 ∑ 𝒀 =150 ∑ 𝑿𝟐 = 𝟔𝟕𝟑𝟒 ∑ 𝒀𝟐 = 𝟓𝟗𝟑𝟖 ∑ 𝑿𝒀 =5323

∑ XY
𝑟=
√(∑ X 2 ) (∑ 𝑌 2 )

𝟓𝟑𝟐𝟑
𝑟=
√(𝟔𝟕𝟑𝟒) (𝟓𝟗𝟑𝟖)

𝟓𝟑𝟐𝟑
𝑟=
6323.59

r = 0.84

RESULT:

This is a positive correlation. There are relationships between Experience and

Increase the client in this firm

72
 TABLE NO 4.27

WEIGHTED AVERAGE

Key develop Highly Satisfied Neutral Dis- Highly Dis-

Opportunity satisfied satisfied satisfied Total Average Rank
Time savers 0.41 3
33(165) 27(108) 19(57) 12(24) 9(9) 150(363)
Money
35(175) 25(100) 19(57) 12(24) 8(8) 150(364) 0.41 2
savers
Strategy 0.42 1
31(155) 33(132) 18(54) 10(20) 9(9) 150(370)
Digital tools 0.41 4
32(160) 29(116) 17(51) 12(24) 9(9) 150(360)
Offers
33(165) 29(116) 16(48) 12(24) 10(10) 150(363)
0.41 3
versatility

Source: Primary data

INFERENCE

The above table that the, key developing them the opportunity of strategy 1st that is
0.42, key developing them the opportunity of Money saver of 2nd that is 2.71, key developing
them the opportunity of Offers versatility of 3rd that is 2.68, key developing them the
opportunity of digital tools of 4th that is 0.41

73
 CHAPTER IV

4. FINDINGS, SUGGESIONS AND CONCLUSION

4.1 FINDINGS
1. Majority 65% of the respondents are male.
2. Maximum 37% of the respondents are between 30-35 years age group.
3. Majority 62% of the respondents are married person.
4. Majority 40% of the respondents are post graduate qualification.
5. Maximum 35% of the respondents are monthly earning above 50,000.
6. Maximum 43% of the respondents are above 7 years’ experience.
7. Maximum 33% of the respondents are using search engine optimization
8. Maximum 31% of the respondents are important to quality of content.
9. Maximum 35% of the respondents are highly satisfied with creates growth.
10. Maximum 25% of the respondents are service offered in both web development and
ecommerce websites
11. Maximum 33% of the respondents are increase highly satisfied with sales
12. Maximum 32% of the respondents are highly satisfied with cost effective.
13. Maximum 30% of the respondents are agency offers to organic search
14. Maximum 36% of the respondents are involve consumers and viewers with highly
satisfied.
15. Maximum 33% of the respondents are value of safety/security.
16. Maximum 35% of the respondents are increase the quality assurance
17. Maximum 35% of the respondents are developing their money savers with highly
satisfied.
18. Maximum 34% of the respondents are reach the target to highly satisfied.
19. Maximum 33% of the respondents are fully aware the highly satisfied marketing
strategies.
20. Maximum 32% of the respondents are outcomes of user-friendliness.
21. Maximum 36% of the respondents are highly satisfied with easy and convenient
conversions.
22. Maximum 33% of the respondents are effectiveness of excellent management
23. Maximum 35% of the respondents are feel about good communication
24. Maximum 40% of the respondents are affects the purchases

74
4.2 SUGGESTIONS

 Digital marketing offers benefits related to reach, cost effectiveness and efficiency
 Digital marketing allows marketers to see accurate results in real time.
 Common people are nowadays enabled to access the internet in their day to day life
with the help of the innovations of mobile together with low-cost data.
 Some companies can be portrayed by customers negatively as some consumers
lack trust online due to the amount of advertising that appears on websites and
social media that can be considered frauds
 Digital marketing is highly dependent on the internet. Because internet may not be
accessible in certain areas or consumers may have poor internet connection.
 Digital marketing has a bright future for long term sustainability of the product or
services in the current technological market
 Some of the most common digital platform includes the active use of internet,
websites, mobile, television, SMS etc. To enjoy creativity, innovation, loyalty and
large consumer base the companies are concentrating and increasing the use of digital
platform to promote their product and services.

75
4.3 CONCLUSION

Nowadays, marketers are forced to use the internet and digital technology for selling
and promoting their products and services. Therefore, both the prospects and challenges of
digital marketing must be properly detected and analysed by marketers to set the best
marketing plan and communication goals. The organization have utilized over three
methodologies that are email marketing, social marketing, and mobile marketing to its
greatest use and that is the reason marketing has technologically advanced and organizations
actualizing viable business plans are so operative. Subsequently, it can be said by one that the
strategies of Digital Marketing together with the accomplishment of business both go as
being one. In the event that business requires picking up profits then they should work as per
the strategies of Digital Marketing in India as everyone and the whole thing is recurrently
related by way of approaches for digitalization. The outcomes of marketing investment can
easily be measured using digital marketing metrics. The effectiveness and quality of online
content can also be evaluated and audited with the help of digital marketing

76
 BIBLIOGRAPHY

1. Moen et.al, 2016 Digital marketing: a phenomenon that rules the modern world.

ReflectionsJournal of Management, 5

2. Merisavo, Marko, and Mika Raulas. 2017. “The impact of e-mail marketing on brand

loyalty.” Journal of product & brand management 13 (7): 498-505.

3. Kantilla, Koiso. 2018. “Digital content marketing.” Journal of Marketing Management 20

(1-2): 45-65.

4. Nedeva, Ivanova Veselina. 2019. “Concept of an integrated marketing information

system.” Trakia Journal of Sciences 2 (4): 17-21.

5. Layton, Roger A. 2020. “Marketing systems - A Core Macro marketing Concept.”

Arizona State Univ 27 (3): 227-242.

6. Kotler, P., Keller, K.L., Goodman, M., Hansen, T., 2021. Marketing Management-

12Th European Edition,, Harlow, England:Pearson Education-- Prentice Hal

7. P. Tamilselvan. & S, Sunil. (2022), A Study on Real Estate Investors preferences towards

investment and business, Erode District, Tamilnadu. International Journal on Global

Business Management and Research, Vol. 11, Issue 1, March 2022, pp. 14– 19.

8. P. Tamilselvan. & R, Mohanraj. (2018), A Study on the influence of factors determining

Mutual funds Investment among Retail Investors. International Journal of Research in

Management, Economics and Commerce. ISSN 2250-057X, Impact Factor: 6.384,

Volume 08, Issue 1, January 2018, pp 108-114.

WEBSITES

www.digitalmarketing.in

www.techmahindra.com/

77
 A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING IN TECH
MAHINDRA WITH REFERENCE TO BANGALORE
APPENDIX
1. Name
2. Gender
a) Male [ ] b) Female [ ]
3. Age
a) Below 25 years [ ] b) 25- 30 years [ ]
c) 30-35 years [ ] d) Above 35 years [ ]
4. Marital status
a) Married [ ] b) Unmarried [ ]
5. Educational qualification
a) Diploma [ ] b) Graduate [ ]
c) Post Graduate [ ] d) Professional [ ]
6. Monthly Income
a) Below Rs.15,000 [ ] b) Rs.15,001-Rs.30,000 [ ]
c) Rs.30,001-Rs.50,000 [ ] d) Above 50,000 [ ]
7. Experience
a) Below 3 years [ ] b) 3- 5 years [ ]
c) 5-7 years [ ] d) Above 7 years [ ]
8. What Types of digital marketing using in this firm?
a) Search engine optimization [ ] b) Content marketing [ ]
c) Social media marketing [ ] d) Email marketing [ ]
9. What are the most important elements to consider to optimizing in this company?
a) Quality of content [ ] b) Level of user engagement [ ]
c) Mobile-friendliness [ ]
d) Number and quality of inbound links [ ]
10. How Digital marketing does creates growth of the company?
a) Highly satisfied [ ] b) Satisfied [ ]
c) Neutral [ ] d) Dissatisfied [ ]
e) Highly Dissatisfied [ ]
11. Which kinds of services offered in this company?
a) Web development [ ] b) Ecommerce websites [ ]

78
 c) Digital marketing [ ] d) Search engine Optimization [ ]
e) Social Media marketing [ ]
12. How does Increase Leads & Sales with Online Marketing Services?
a) Highly satisfied [ ] b) Satisfied [ ]
c) Neutral [ ] d) Dissatisfied [ ]
e) Highly Dissatisfied [ ]
13. How does cost effective of digital marketing platform?
a) Highly satisfied [ ] b) Satisfied [ ]
c) Neutral [ ] d) Dissatisfied [ ]
e) Highly Dissatisfied [ ]
14. Which is best Digital Marketing Agency offers a flexible combination in this firm?
a) paid search [ ] b) organic search [ ]
c) SMEs [ ] d) Internet promoting [ ]
15. State the following Impact of Digital Marketing on the company business?
Factors Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Increase in Brand
Awareness
Generation of Leads
Boost in Sales
Involve Consumers and
Viewers
16. What are the overall values of Functionality in this firm?
a) Effectiveness [ ] b) safety/Security [ ]
c) Maintainability [ ] d) Reliability [ ]
17. How does increase the client in this firm?
a) Quality assurance [ ] b) Monitoring user feedback [ ]
c) Customer survey [ ] d) Cooperation [ ]
18. State the following the key to developing their digital marketing and give them the
opportunity?
Factors Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Time savers

79
 Money savers
Strategy
Digital tools
Offers versatility
19. How does the marketer to effectively reach the target audience and deliver to the
customer?
a) Highly satisfied [ ] b) Satisfied [ ]
c) Neutral [ ] d) Dissatisfied [ ]
e) Highly Dissatisfied [ ]
20. How does fully aware the marketing strategies for interaction to attract the
consumers in this organization?
a) Highly satisfied [ ] b) Satisfied [ ]
c) Neutral [ ] d) Dissatisfied [ ]
e) Highly Dissatisfied [ ]
21. How does provide outcomes of the businesses with respect to digital marketing like?
a) User-friendliness [ ] b) Triangulation [ ]
c) Advertising goods [ ] d) Services [ ]
22. Which of the following benefits of digital marketing in this firm?
Factors Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Cost efficiency
Quantifiable results
Easier personalization
More connection with
customers
Easy and convenient
conversions
Global online reach
and visibility
Effective targeting
23. How does the overall effectiveness of digital marketing management in this firm?
a) Good [ ] b) Excellent [ ]
c) Better [ ] d) Poor [ ]

80
24. How does feel about communication with client in this firm?
a) Good [ ] b) Excellent [ ]
c) Better [ ] d) Poor [ ]
25. How digital marketing does affects the interactions of people?
a) Habits [ ] b) work [ ]
c) Purchases [ ]
26. Any suggestions

81